{"id":5212,"date":"2021-10-26T09:12:08","date_gmt":"2021-10-26T14:12:08","guid":{"rendered":"https:\/\/www.marketerosagencia.com\/?p=5212"},"modified":"2023-04-21T11:55:37","modified_gmt":"2023-04-21T16:55:37","slug":"lead-scoring-que-es","status":"publish","type":"post","link":"http:\/\/www.marketerosagencia.com\/blog\/inbound-marketing\/lead-scoring-que-es\/","title":{"rendered":"\u00bfQu\u00e9 es el Lead Scoring y c\u00f3mo se utiliza?"},"content":{"rendered":"<p><span data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\">En el art\u00edculo de hoy veremos todo lo que hay que saber sobre el Lead Scoring: qu\u00e9 es, por qu\u00e9 es tan importante y c\u00f3mo implementar una estrategia eficaz de clasificaci\u00f3n de leads dentro de nuestro proceso de venta.<\/span><\/p>\n<p class=\"zw-paragraph\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-bottom=\"0pt\" data-line-height=\"1.2\" data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\">No es ning\u00fan secreto que los especialistas en marketing digital tienen como objetivo principal generar clientes potenciales para sus negocios. El problema es que no todos los clientes potenciales se convierten en clientes de pago&#8230;<span class=\"EOP\">\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"\u2705 \u00bfQu\u00e9 es el Lead Scoring y c\u00f3mo se utiliza?\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/ALMgggbYM_s?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p class=\"zw-paragraph\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-bottom=\"0pt\" data-line-height=\"1.2\">\u00bfC\u00f3mo puedo saber cuales de mis clientes potenciales tienen m\u00e1s posibilidades de convertirse en compradores? \u00bfC\u00f3mo podr\u00eda optimizar mis campa\u00f1as para as\u00ed generar mejores clientes potenciales?<span class=\"EOP\">\u00a0<\/span><\/p>\n<p>Es aqu\u00ed donde entra en escena el Lead Scoring, cuya metodolog\u00eda nos permitir\u00e1 determinar la probabilidad de que nuestros clientes potenciales acaben comprando.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_69_1 counter-hierarchy ez-toc-counter ez-toc-white ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Indice de Contenido<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69d58c58e83cb\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d58c58e83cb\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"http:\/\/www.marketerosagencia.com\/blog\/inbound-marketing\/lead-scoring-que-es\/#%C2%BFQue_es_el_Lead_Scoring\" title=\"\u00bfQu\u00e9 es el Lead Scoring?\">\u00bfQu\u00e9 es el Lead Scoring?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"http:\/\/www.marketerosagencia.com\/blog\/inbound-marketing\/lead-scoring-que-es\/#%C2%BFPor_que_usar_Lead_Scoring\" title=\"\u00bfPor qu\u00e9 usar Lead Scoring?\u00a0\">\u00bfPor qu\u00e9 usar Lead Scoring?\u00a0<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"http:\/\/www.marketerosagencia.com\/blog\/inbound-marketing\/lead-scoring-que-es\/#Campanas_de_marketing_mas_eficaces\" title=\"Campa\u00f1as de marketing m\u00e1s eficaces:\u00a0\">Campa\u00f1as de marketing m\u00e1s eficaces:\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"http:\/\/www.marketerosagencia.com\/blog\/inbound-marketing\/lead-scoring-que-es\/#Alineamiento_entre_ventas_y_marketing\" title=\"Alineamiento entre ventas y marketing:\u00a0\">Alineamiento entre ventas y marketing:\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"http:\/\/www.marketerosagencia.com\/blog\/inbound-marketing\/lead-scoring-que-es\/#Aumento_de_los_ingresos\" title=\"Aumento de los ingresos:\u00a0\">Aumento de los ingresos:\u00a0<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"http:\/\/www.marketerosagencia.com\/blog\/inbound-marketing\/lead-scoring-que-es\/#Ejemplos_de_Lead_Scoring\" title=\"Ejemplos de Lead Scoring\">Ejemplos de Lead Scoring<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"http:\/\/www.marketerosagencia.com\/blog\/inbound-marketing\/lead-scoring-que-es\/#Creando_un_Buyer_Persona\" title=\"Creando un Buyer Persona\u00a0\">Creando un Buyer Persona\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"http:\/\/www.marketerosagencia.com\/blog\/inbound-marketing\/lead-scoring-que-es\/#Criterios_de_puntuacion_en_atributos\" title=\"Criterios de puntuaci\u00f3n en atributos\">Criterios de puntuaci\u00f3n en atributos<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"http:\/\/www.marketerosagencia.com\/blog\/inbound-marketing\/lead-scoring-que-es\/#Asignando_puntos_a_cada_atributo\" title=\"Asignando puntos a cada atributo\">Asignando puntos a cada atributo<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"http:\/\/www.marketerosagencia.com\/blog\/inbound-marketing\/lead-scoring-que-es\/#Rangos_de_puntuacion_para_clientes_potenciales\" title=\"Rangos de puntuaci\u00f3n para clientes potenciales\u00a0\">Rangos de puntuaci\u00f3n para clientes potenciales\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"http:\/\/www.marketerosagencia.com\/blog\/inbound-marketing\/lead-scoring-que-es\/#Herramientas_de_automatizacion_de_marketing_y_ventas\" title=\"Herramientas de automatizaci\u00f3n de marketing y ventas\u00a0\">Herramientas de automatizaci\u00f3n de marketing y ventas\u00a0<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"http:\/\/www.marketerosagencia.com\/blog\/inbound-marketing\/lead-scoring-que-es\/#Conclusion\" title=\"Conclusi\u00f3n\">Conclusi\u00f3n<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"%C2%BFQue_es_el_Lead_Scoring\"><\/span><span data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\">\u00bfQu\u00e9 es el Lead Scoring?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"zw-paragraph heading0\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\" data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\">Cuando hablamos de lead scoring o calificaci\u00f3n de leads, debemos saber que se trata del proceso previo al <a title=\"Lead Nurturing\" href=\"https:\/\/www.marketerosagencia.com\/blog\/inbound-marketing\/que-es-lead-nurturing\/\" target=\"_blank\" rel=\"noopener\" data-schema-attribute=\"\">lead nurturing<\/a>, a trav\u00e9s del cual se clasifica la voluntad de compra de cada cliente potencial gracias al uso de una metodolog\u00eda predeterminada.<span class=\"EOP\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-5248 aligncenter\" src=\"https:\/\/cdn.marketerosagencia.com\/wp-content\/uploads\/2021\/10\/26034924\/que-es-lead-scoring.jpg\" alt=\"\u00bfQu\u00e9 es el Lead Scoring?\" width=\"900\" height=\"850\" srcset=\"http:\/\/cdn.marketerosagencia.com\/wp-content\/uploads\/2021\/10\/26034924\/que-es-lead-scoring.jpg 900w, http:\/\/cdn.marketerosagencia.com\/wp-content\/uploads\/2021\/10\/26034924\/que-es-lead-scoring-300x283.jpg 300w, http:\/\/cdn.marketerosagencia.com\/wp-content\/uploads\/2021\/10\/26034924\/que-es-lead-scoring-768x725.jpg 768w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/p>\n<p>Lo primero que debemos hacer es determinar qu\u00e9 criterios o acciones son las que nos indican que un cliente potencial es proclive a realizar una compra, para a continuaci\u00f3n asignar valores num\u00e9ricos a cada uno de los criterios previamente establecidos. Con ello obtendremos una puntuaci\u00f3n total para cada uno de nuestros clientes potenciales, la cual nos dar\u00e1 una idea clara del valor de cada uno de ellos.<\/p>\n<p class=\"zw-paragraph heading0\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\" data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\">Y esa es la esencia del lead scoring, crear un sistema de puntuaci\u00f3n de nuestros prospectos que nos permita eliminar la subjetividad del proceso y as\u00ed comprender realmente cuales de nuestros leads tienen una mayor probabilidad de conversi\u00f3n.<span class=\"EOP\">\u00a0<\/span><\/p>\n<h2 class=\"zw-paragraph heading0\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\"><span class=\"ez-toc-section\" id=\"%C2%BFPor_que_usar_Lead_Scoring\"><\/span>\u00bfPor qu\u00e9 usar Lead Scoring?<span class=\"EOP\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>La clasificaci\u00f3n de los leads es, sin duda, una de las estrategias de marketing digital que mejores resultados aporta. Si es implementado correctamente, es capaz de mejorar en gran medida la eficacia de nuestro negocio en los siguientes campos:<\/p>\n<h3 class=\"zw-paragraph heading0\" style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-text-indent=\"0.5in\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\" data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\"><span class=\"ez-toc-section\" id=\"Campanas_de_marketing_mas_eficaces\"><\/span>Campa\u00f1as de marketing m\u00e1s eficaces:<span class=\"EOP\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0.5in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">El lead scoring nos permite identificar cuales son las campa\u00f1as y canales que nos aportan una mayor probabilidad de obtener prospectos de alta calidad.<span class=\"EOP\">\u00a0<\/span><\/p>\n<h3 class=\"zw-paragraph heading0\" style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-text-indent=\"0.5in\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\"><span class=\"ez-toc-section\" id=\"Alineamiento_entre_ventas_y_marketing\"><\/span>Alineamiento entre ventas y marketing:<span class=\"EOP\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0.5in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">El equipo de marketing analiza las acciones de cada cliente potencial y los clasifica en funci\u00f3n de las caracter\u00edsticas de su buyer persona, para as\u00ed generar mejores oportunidades de venta y entregar prospectos cualificados a ventas (MQL). Estos, por su parte, se centran en aquellos clientes potenciales que mejor encajan con el perfil de nuestro cliente ideal (SQL) para incluirlos en el embudo de ventas. Ni que decir de las ventajas que aporta el hecho de asegurarnos que todos los clientes potenciales que se transfieren a ventas est\u00e9n cualificados, lo cual fortalecer\u00e1 la relaci\u00f3n entre las dos \u00e1reas, facilitando en gran medida el alineamiento entre ventas y marketing.<\/p>\n<h3 class=\"zw-paragraph heading0\" style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\"><span class=\"ez-toc-section\" id=\"Aumento_de_los_ingresos\"><\/span>Aumento de los ingresos:<span class=\"EOP\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"padding-left: 40px;\">Una vez implementado el lead scoring, el departamento de ventas ser\u00e1 capaz de priorizar a los leads en funci\u00f3n de su puntuaci\u00f3n, lo cual aumenta el porcentaje de \u00e9xito de las conversiones y, por tanto, aumenta significativamente los ingresos.<\/p>\n<p><span data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\">Como ya hemos visto, son muchas las ventajas de poseer un sistema de clasificaci\u00f3n de leads. Y es que el lead scoring, adem\u00e1s de agilizar, simplificar y mejorar varios procesos dentro de la empresa, tiene una ventaja a\u00fan mayor&#8230; y es que se trata de un procedimiento de f\u00e1cil implementaci\u00f3n.<\/span><\/p>\n<h2 class=\"zw-paragraph heading0\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\" data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\"><span class=\"ez-toc-section\" id=\"Ejemplos_de_Lead_Scoring\"><\/span>Ejemplos de Lead Scoring<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"zw-paragraph heading0\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">El sistema de puntuaci\u00f3n en la clasificaci\u00f3n de leads no es gen\u00e9rico, por lo que lo m\u00e1s com\u00fan es que cada empresa disponga de uno propio bas\u00e1ndose en sus metas y objetivos.<span class=\"EOP\">\u00a0<\/span><\/p>\n<p>A\u00fan as\u00ed, existen ciertos aspectos que todo lead scoring precisa a la hora de generar su propio modelo de puntuaci\u00f3n. Veamos cuales son y qu\u00e9 pueden aportar a la empresa:<\/p>\n<h3 class=\"zw-paragraph heading0\" style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-text-indent=\"0.5in\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\" data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\"><span class=\"ez-toc-section\" id=\"Creando_un_Buyer_Persona\"><\/span>Creando un Buyer Persona<span class=\"EOP\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0.5in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Antes de empezar con la clasificaci\u00f3n de leads, es fundamental que tengamos una idea clara de las caracter\u00edsticas que hacen que un cliente potencial sea ideal para nuestros productos y servicios.<\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0.5in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Aqu\u00ed es donde entra en juego el <a title=\"Buyer Persona\" href=\"https:\/\/www.marketerosagencia.com\/blog\/inbound-marketing\/que-es-el-buyer-persona\/\" target=\"_blank\" rel=\"noopener\" data-schema-attribute=\"\">buyer persona<\/a>, el cual es la representaci\u00f3n ficticia de lo que vendr\u00eda a ser nuestro cliente ideal. Cada perfil de buyer persona se compone de diferentes criterios sacados de observaciones anecd\u00f3ticas, investigaciones cuantitativas y, sobre todo, de datos extra\u00eddos de los clientes existentes.<\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0.5in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Es importante no solo enfocarse en nuestros clientes satisfechos, sino tambi\u00e9n en los insatisfechos, ya que en ambos casos podremos obtener datos interesantes sobre la percepci\u00f3n de nuestros productos, as\u00ed como sobre los intereses del conjunto de nuestros clientes.<\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0.5in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Cuantos m\u00e1s perfiles de buyer persona tengas, mejor ser\u00e1 la centralizaci\u00f3n y comprensi\u00f3n que tendr\u00e1s de tus clientes, lo cual resultar\u00e1 en mejores resultados a la hora de gestionar nuestros leads.<\/p>\n<h3 class=\"zw-paragraph\" style=\"padding-left: 40px;\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-bottom=\"0pt\" data-line-height=\"1.2\"><span class=\"ez-toc-section\" id=\"Criterios_de_puntuacion_en_atributos\"><\/span>Criterios de puntuaci\u00f3n en atributos<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-text-indent=\"0.5in\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Una vez tengamos claros los diferentes perfiles de nuestro cliente ideal, es hora de decidir a qu\u00e9 atributos se les asignar\u00e1 un valor en puntos. Estos criterios de puntuaci\u00f3n se dividen en dos categor\u00edas muy diferentes:<\/p>\n<p data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-text-indent=\"0.5in\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-5249 aligncenter\" src=\"https:\/\/cdn.marketerosagencia.com\/wp-content\/uploads\/2021\/10\/26035135\/puntuacion-lead-scoring.jpg\" alt=\"Criterios de puntuaci\u00f3n en Lead Scoring\" width=\"900\" height=\"597\" srcset=\"http:\/\/cdn.marketerosagencia.com\/wp-content\/uploads\/2021\/10\/26035135\/puntuacion-lead-scoring.jpg 900w, http:\/\/cdn.marketerosagencia.com\/wp-content\/uploads\/2021\/10\/26035135\/puntuacion-lead-scoring-300x199.jpg 300w, http:\/\/cdn.marketerosagencia.com\/wp-content\/uploads\/2021\/10\/26035135\/puntuacion-lead-scoring-768x509.jpg 768w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/p>\n<p style=\"padding-left: 80px;\"><strong>1. Informaci\u00f3n demogr\u00e1fica<\/strong><\/p>\n<p style=\"padding-left: 80px;\">Por un lado tenemos la informaci\u00f3n demogr\u00e1fica, que se refiere a las caracter\u00edsticas de las que dispone un cliente potencial. Algunos ejemplos son:<\/p>\n<p style=\"padding-left: 120px;\">1.1. Localizaci\u00f3n.<\/p>\n<p style=\"padding-left: 120px;\">1.2. Edad.<\/p>\n<p style=\"padding-left: 120px;\">1.3. Departamento<\/p>\n<p style=\"padding-left: 120px;\">1.4. Cargo \/Antig\u00fcedad.<\/p>\n<p style=\"padding-left: 120px;\">1.5. Tama\u00f1o de la empresa.<\/p>\n<p style=\"padding-left: 120px;\">1.6. Industria.<\/p>\n<p data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"-0.25in\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\" data-list-id=\"21065184\" data-list-info=\"{&quot;id&quot;:21065184,&quot;l&quot;:0}\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-5250 aligncenter\" src=\"https:\/\/cdn.marketerosagencia.com\/wp-content\/uploads\/2021\/10\/26035230\/criterios-lead-scoring.jpg\" alt=\"Criterios Lead Scoring\" width=\"900\" height=\"534\" srcset=\"http:\/\/cdn.marketerosagencia.com\/wp-content\/uploads\/2021\/10\/26035230\/criterios-lead-scoring.jpg 900w, http:\/\/cdn.marketerosagencia.com\/wp-content\/uploads\/2021\/10\/26035230\/criterios-lead-scoring-300x178.jpg 300w, http:\/\/cdn.marketerosagencia.com\/wp-content\/uploads\/2021\/10\/26035230\/criterios-lead-scoring-768x456.jpg 768w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/p>\n<p class=\"zw-list zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"-0.25in\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\" data-list-id=\"21065184\" data-list-info=\"{&quot;id&quot;:21065184,&quot;l&quot;:0}\"><strong>2. Informaci\u00f3n de comportamiento<\/strong><\/p>\n<p class=\"zw-list zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"-0.25in\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\" data-list-id=\"21065184\" data-list-info=\"{&quot;id&quot;:21065184,&quot;l&quot;:0}\">Por otro lado est\u00e1 la informaci\u00f3n de comportamiento, que se centra en las acciones que realiza un cliente potencial, as\u00ed como la manera en la que interact\u00faa con nuestra web. Por ejemplo:<\/p>\n<p style=\"padding-left: 120px;\">2.1. Abrir correos electr\u00f3nicos enviados por nuestra empresa.<\/p>\n<p style=\"padding-left: 120px;\">2.2. Suscripciones al e-mail.<\/p>\n<p style=\"padding-left: 120px;\">2.3. Visitas a diferentes p\u00e1ginas de nuestra web.<\/p>\n<p style=\"padding-left: 120px;\">2.4. Env\u00edo de formularios.<\/p>\n<p style=\"padding-left: 120px;\">2.5. Registro en webinars.<\/p>\n<p style=\"padding-left: 120px;\">2.6. Compromiso con las redes sociales.<\/p>\n<p style=\"padding-left: 120px;\"><span data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\">2.7. Descargas de contenido.<\/span><\/p>\n<p style=\"padding-left: 40px;\"><span data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\">Los criterios de puntuaci\u00f3n var\u00edan dependiendo de los intereses de cada empresa y del sector en el que realicen su actividad. Es por ello que no existe un patr\u00f3n fijo de los criterios que deben usarse, f\u00edjate bien en <\/span>los ejemplos anteriormente citados y selecciona aquellos que mejor se ajusten a tu negocio.<\/p>\n<h3 class=\"zw-paragraph heading0\" style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0.5in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\" data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\"><span class=\"ez-toc-section\" id=\"Asignando_puntos_a_cada_atributo\"><\/span>Asignando puntos a cada atributo<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-text-indent=\"0.5in\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\"><span class=\"EOP\">\u00a0<\/span>Dado que el objetivo del lead scoring es definir aquellas acciones y rasgos que puedan conducirnos a la conversi\u00f3n de los clientes, los valores que asignemos a cada acci\u00f3n deben ser consecuentes con nuestro objetivo.<\/p>\n<p data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0.5in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-line-height=\"1.2\" data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-5251 aligncenter\" src=\"https:\/\/cdn.marketerosagencia.com\/wp-content\/uploads\/2021\/10\/26035311\/atributos-lead-scoring.jpg\" alt=\"Atributos Lead Scoring\" width=\"900\" height=\"534\" srcset=\"http:\/\/cdn.marketerosagencia.com\/wp-content\/uploads\/2021\/10\/26035311\/atributos-lead-scoring.jpg 900w, http:\/\/cdn.marketerosagencia.com\/wp-content\/uploads\/2021\/10\/26035311\/atributos-lead-scoring-300x178.jpg 300w, http:\/\/cdn.marketerosagencia.com\/wp-content\/uploads\/2021\/10\/26035311\/atributos-lead-scoring-768x456.jpg 768w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/p>\n<p class=\"zw-paragraph\" style=\"padding-left: 40px;\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0.5in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-line-height=\"1.2\" data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\">Por poner un ejemplo, aquellos clientes potenciales que se suscriben a nuestro blog con el objetivo de ver nuevos contenidos did\u00e1cticos, rara vez se convierten en clientes de pago. Sin embargo, aquellos que descargan un documento t\u00e9cnico tienden a poseer una tasa de conversi\u00f3n muy alta.<span class=\"EOP\">\u00a0<\/span><\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0.5in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Puesto que lo que buscamos es la conversi\u00f3n de nuestros clientes, podr\u00edamos otorgar a los suscriptores del blog 3 puntos, y a los que descargan informes t\u00e9cnicos 30 puntos, por poner un ejemplo.<span class=\"EOP\">\u00a0<\/span><\/p>\n<p style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-text-indent=\"0.5in\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Veamos ahora c\u00f3mo recopilar todos los datos necesarios para desarrollar con \u00e9xito un sistema de lead scoring:<\/p>\n<p class=\"zw-list zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"-0.25in\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\" data-list-id=\"84407891\" data-list-info=\"{&quot;id&quot;:84407891,&quot;l&quot;:0}\"><strong>1. Comun\u00edcate con tu equipo de ventas:<\/strong><\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0in\" data-text-indent=\"0in\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Como es l\u00f3gico ya que interact\u00faan con ellos todos los d\u00edas, los representantes de ventas disponen de mucha informaci\u00f3n \u00fatil sobre los clientes, y por tanto disponen de una visi\u00f3n m\u00e1s clara de los factores que m\u00e1s importan a la hora de convertir a un cliente potencial.<span class=\"EOP\">\u00a0<\/span><\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Si por la raz\u00f3n que sea esto no es posible, siempre se puede consultar los datos de nuestro CRM. Con ellos podremos obtener la informaci\u00f3n que necesitamos gracias a un an\u00e1lisis de sus acciones tanto con clientes convertidos, como con aquellos que se quedaron en el tintero.<span class=\"EOP\">\u00a0<\/span><\/p>\n<p class=\"zw-list zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"-0.25in\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\" data-list-id=\"22547373\" data-list-info=\"{&quot;id&quot;:22547373,&quot;l&quot;:0}\"><strong>2. Habla con los clientes:<\/strong><\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0in\" data-text-indent=\"0in\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">A menudo tus clientes podr\u00e1n informarte sobre su proceso de compra con mayor detalle que tu departamento de ventas. Charla con tus principales compradores y con aquellos con los que tienes mayor confianza, y preg\u00fantales cuales fueron los pasos que tomaron antes de decidirse por realizar la compra de un producto o servicio.<\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Esto nos ayudar\u00e1 a encontrar tendencias entre nuestros clientes, lo cual nos facilitar\u00e1 la vida a la hora de definir nuestro sistema de puntuaci\u00f3n en la clasificaci\u00f3n de leads.<\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\"><strong><span class=\"EOP\">3. <\/span>Analiza tus campa\u00f1as de marketing previas:<\/strong><\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Examina todos los datos relacionados con tus campa\u00f1as de marketing anteriores en busca de cu\u00e1les de ellas fueron las que generaron un mayor n\u00famero de clientes potenciales, o incluso mejor, aquellas que generaron un mayor n\u00famero de conversiones.<span class=\"EOP\">\u00a0<\/span><\/p>\n<p style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-text-indent=\"0.5in\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Si por ejemplo vemos que un contenido espec\u00edfico de nuestra web posee una alta tasa de conversi\u00f3n, lo suyo es asignar un valor alto a la acci\u00f3n de descargar ese contenido o a cualquiera con una tem\u00e1tica similar.<\/p>\n<h3 class=\"zw-paragraph heading0\" style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-text-indent=\"0.5in\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\" data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\"><span class=\"ez-toc-section\" id=\"Rangos_de_puntuacion_para_clientes_potenciales\"><\/span>Rangos de puntuaci\u00f3n para clientes potenciales<span class=\"EOP\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"zw-paragraph\" style=\"padding-left: 40px;\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0.5in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-line-height=\"1.2\">Cuando ya por fin tengamos claro cuantos puntos vale cada acci\u00f3n en nuestra web, no tendremos m\u00e1s que sumar todos los puntos acumulados por cada cliente potencial para as\u00ed obtener su puntuaci\u00f3n final.<\/p>\n<p class=\"zw-paragraph\" style=\"padding-left: 40px;\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0.5in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-line-height=\"1.2\">Sin embargo, lo complicado viene ahora&#8230; pues ser\u00e1 la hora de determinar cuales ser\u00e1n los rangos de puntuaci\u00f3n que representar\u00e1n el estado del cliente.<\/p>\n<p data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0.5in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\" data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-5253 aligncenter\" src=\"https:\/\/cdn.marketerosagencia.com\/wp-content\/uploads\/2021\/10\/26035513\/clientes-potenciales-lead-scoring.jpg\" alt=\"Clientes potenciales Lead Scoring\" width=\"900\" height=\"534\" srcset=\"http:\/\/cdn.marketerosagencia.com\/wp-content\/uploads\/2021\/10\/26035513\/clientes-potenciales-lead-scoring.jpg 900w, http:\/\/cdn.marketerosagencia.com\/wp-content\/uploads\/2021\/10\/26035513\/clientes-potenciales-lead-scoring-300x178.jpg 300w, http:\/\/cdn.marketerosagencia.com\/wp-content\/uploads\/2021\/10\/26035513\/clientes-potenciales-lead-scoring-768x456.jpg 768w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0.5in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\" data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\">Es probable que necesites hacer ciertos retoques a la tabla una vez creada, pero no te agobies, es lo normal. Yo te recomendar\u00eda que, durante un tiempo de prueba determinado, no ignores ning\u00fan lead por bajo que sea su valor.<span class=\"EOP\">\u00a0<\/span><\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0.5in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Solicita al departamento de ventas que haga un seguimiento de todos los clientes potenciales por igual, sin importar su puntuaci\u00f3n, para que una vez finalizado el periodo de pruebas sea posible analizar el seguimiento de las ventas y la puntuaci\u00f3n que ten\u00edan asignada. Esto nos ayudar\u00e1 a definir los diferentes rangos, tales como el punto en el que un cliente potencial pasa a convertirse en cliente, o al rev\u00e9s, el punto en el que un cliente potencial deja de serlo.<\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0.5in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\"><span class=\"EOP\">\u00a0<\/span>Ya con los rangos definidos, es importante que los equipos de marketing y ventas se sienten juntos para desarrollar los procesos de divulgaci\u00f3n m\u00e1s adecuados para los clientes potenciales englobados en cada uno de los diferentes rangos.<\/p>\n<p class=\"zw-paragraph\" style=\"padding-left: 40px;\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0.5in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-line-height=\"1.2\" data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\">Si por ejemplo, despu\u00e9s de un an\u00e1lisis detallado, nos damos cuenta de que la mayor\u00eda de mis clientes potenciales con una puntuaci\u00f3n inferior a 20 puntos casi nunca se convierten en clientes, lo suyo es que el departamento de ventas realice el seguimiento de aquellos clientes potenciales que superen ese umbral, mientras que los que est\u00e1n por debajo ser\u00e1n incluidos en un programa de crianza hasta que por fin est\u00e9n listos para comprar.<span class=\"EOP\">\u00a0<\/span><\/p>\n<h3 class=\"zw-paragraph heading0\" style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0in\" data-text-indent=\"0.5in\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\"><span class=\"ez-toc-section\" id=\"Herramientas_de_automatizacion_de_marketing_y_ventas\"><\/span>Herramientas de automatizaci\u00f3n de marketing y ventas<span class=\"EOP\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0.5in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Un pensamiento recurrente para todo aquel que por primera vez se lanza a la creaci\u00f3n de una estrategia de lead scoring es que, en efecto, tiene una pinta estupenda y parece muy \u00fatil, pero tambi\u00e9n parece complicado y lioso de implantar&#8230;<\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0.5in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">La realidad es que la clasificaci\u00f3n de leads sin la ayuda de una herramienta de automatizaci\u00f3n puede llevar mucho tiempo y, lo que es peor, generar datos inexactos si no supimos hacerlo de manera apropiada, o simplemente no lo actualizamos lo suficientemente a menudo.<\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0.5in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Adem\u00e1s, es muy posible que un cliente potencial que se encuentre dentro de nuestro <a title=\"Embudo de ventas\" href=\"https:\/\/www.marketerosagencia.com\/blog\/inbound-marketing\/embudo-ventas-buyer-persona\/\" target=\"_blank\" rel=\"noopener\" data-schema-attribute=\"\">embudo de ventas<\/a> var\u00ede su puntuaci\u00f3n. Esto nos obliga a actualizar nuestros datos con cada cliente potencial, lo cual es sencillamente imposible si por ejemplo se dispone de miles de clientes potenciales.<\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0.5in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Por suerte, hoy en d\u00eda las herramientas de automatizaci\u00f3n de marketing son perfectamente capaces de manejar todo el proceso de lead scoring por nosotros. Lo \u00fanico que necesitamos es ingresar nuestros criterios de puntuaci\u00f3n y la propia aplicaci\u00f3n definir\u00e1 la puntuaci\u00f3n de cada cliente potencial, actualizando sus puntuaciones a medida que cambien en caso de ser necesario.<\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 40px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"0.5in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Veamos algunas de las m\u00e1s usadas:<\/p>\n<p style=\"padding-left: 80px;\"><strong>Zoho<\/strong><\/p>\n<p class=\"zw-paragraph\" style=\"padding-left: 80px;\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0,0,0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-line-height=\"1.2\" data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\">El primero que veremos y probablemente el m\u00e1s importante es el CRM de Zoho, el cual es ni m\u00e1s ni menos que el software mejor valorado por los clientes gracias a sus funciones de inteligencia artificial y de automatizaci\u00f3n avanzada.<span class=\"EOP\">\u00a0<\/span><\/p>\n<p class=\"zw-paragraph\" style=\"padding-left: 80px;\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0,0,0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-line-height=\"1.2\">Zoho CRM nos permite gestionar nuestras relaciones con los clientes de manera mucho m\u00e1s eficiente, ayud\u00e1ndonos a vender nuestros productos y servicios de una manera mucho m\u00e1s inteligente, r\u00e1pida y, en definitiva, mejor.<span class=\"EOP\">\u00a0<\/span><\/p>\n<p class=\"zw-paragraph\" style=\"padding-left: 80px;\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0,0,0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-line-height=\"1.2\">Una de sus principales caracter\u00edsticas es que sus datos son siempre clasificados en diferentes grupos o divisiones en funci\u00f3n de su similitud. Cada grupo que comparte datos similares es denominado &#8220;m\u00f3dulo&#8221;. Por ejemplo el grupo &#8220;clientes potenciales&#8221; ser\u00eda un m\u00f3dulo con todos los datos que lo componen, tales como los contactos, las cuentas, los acuerdos, las cotizaciones, etc\u00e9tera.<\/p>\n<p class=\"zw-paragraph\" style=\"padding-left: 80px;\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0,0,0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-line-height=\"1.2\">Otra de sus ventajas es su capacidad de conexi\u00f3n con una amplia gama de bases de datos (SQL y NoSQL), siendo compatible con muchas de las m\u00e1s importantes, tales como SQL Server, MySQL, Oracle, PostgreSQL, Teradata, MS Access o MongoDB.<\/p>\n<p class=\"zw-paragraph\" style=\"padding-left: 80px;\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0,0,0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-line-height=\"1.2\">En definitiva, Zoho CRM\u00a0\u00a0es una de las mejores opciones a la hora de automatizar nuestras estrategias de marketing, as\u00ed como las ventas. Y es sin duda alguna el que m\u00e1s recomiendo para al menos todos aquellos que se est\u00e9n iniciando en el mundillo del marketing digital.<\/p>\n<p style=\"padding-left: 80px;\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0,0,0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-line-height=\"1.2\"><strong>Omnisend<\/strong><\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\" data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\">En cuesti\u00f3n de plataformas integrales de automatizaci\u00f3n del marketing y del comercio electr\u00f3nico, Omnisend destaca por su solvencia y adaptabilidad.<\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Lo que la distingue del resto es su funcionalidad omnicanal, o lo que es lo mismo, es capaz de agregar varios canales a un mismo proceso de automatizaci\u00f3n.<\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Gracias a ello seremos capaces de crear una experiencia omnicanal inmersiva para nuestros clientes, con la que podremos enviar autom\u00e1ticamente el mensaje necesario a trav\u00e9s del canal que eligieron.<\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Dispone de funciones de segmentaci\u00f3n avanzadas, automatizaciones personalizadas y de un sencillo generador de tablas de arrastrar y soltar, que hacen de Omnisend una de nuestras opciones a la hora de elegir nuestra herramienta de automatizaci\u00f3n de marketing.<\/p>\n<p style=\"padding-left: 80px;\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0,0,0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-line-height=\"1.2\"><strong>Marketo<\/strong><\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\" data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\">Con Marketo dispondremos de una aplicaci\u00f3n de automatizaci\u00f3n de marketing que engloba cualquier canal e interacci\u00f3n posible con nuestra web. De hecho, desde que Adobe lo adquiri\u00f3 hace ya unos a\u00f1os, su lista de tareas posibles para tener en cuenta no ha hecho m\u00e1s que multiplicarse.<\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Posee un software capaz de gestionar todo lo necesario, desde la publicidad digital hasta el marketing basado en cuentas, lo que la convierte en una opci\u00f3n m\u00e1s que competente a la hora de realizar nuestras operaciones de marketing m\u00e1s avanzadas.<\/p>\n<p style=\"padding-left: 80px;\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0,0,0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-line-height=\"1.2\"><strong>Eloqua<\/strong><\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\" data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\">Otra aplicaci\u00f3n muy \u00fatil para nuestro cometido es Eloqua, la cual forma parte del conjunto de herramientas que incluye Oracle.<\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Su principal caracter\u00edstica es su capacidad de integraci\u00f3n con otras herramientas usadas en marketing, lo cual hace que su proceso de marketing sea mucho m\u00e1s personalizado y, a la vez, est\u00e9 m\u00e1s optimizado.<\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Adem\u00e1s es de las pocas herramientas que se puedan considerar &#8220;todo en uno&#8221; que se dedica exclusivamente a servir a empresas y a especialistas en marketing B2B.<\/p>\n<p style=\"padding-left: 80px;\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0,0,0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-line-height=\"1.2\"><strong><a title=\"Hubspot\" href=\"https:\/\/www.hubspot.com\/products\/marketing\" target=\"_blank\" rel=\"noopener\" data-schema-attribute=\"\">Hubspot<\/a><\/strong><\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\" data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\">Hubspot posee la herramienta Marketing Hub, la cual tambi\u00e9n se diferencia del resto en varios aspectos.<\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Por una parte tenemos que su enfoque en el marketing de contenidos y de b\u00fasquedas no tiene comparaci\u00f3n con otros plugins, y por otra que tendr\u00e1s todas tus herramientas y los datos necesarios en una plataforma potente y f\u00e1cil de usar.<\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Ahorraremos tiempo y dispondremos del contexto necesario para brindar una experiencia personalizada que atraiga y finalmente convierta a nuestros clientes potenciales en gran escala.<\/p>\n<p style=\"padding-left: 80px;\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0,0,0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-line-height=\"1.2\"><strong>Pardot<\/strong><\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\" data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\">Seguimos con Pardot, la cual forma parte de Salesforce desde hace un a\u00f1o.<\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Se trata de otra herramienta para la automatizaci\u00f3n del marketing que se adapta a la perfecci\u00f3n a las necesidades de los especialistas en marketing B2B, gracias a ventajas tales como su soporte para an\u00e1lisis B2B o sus soluciones de marketing basadas en nuestras cuentas.<\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Adem\u00e1s, desde que se asociaron con Salesforce, Pardot a pasado a formar parte de un muy buen conjunto de productos dedicados a trabajar juntos con el fin de ayudar a los equipos de marketing y ventas a ser m\u00e1s efectivos.<\/p>\n<p style=\"padding-left: 80px;\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0,0,0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-line-height=\"1.2\"><a title=\"Active Campaign\" href=\"https:\/\/www.activecampaign.com\/\" target=\"_blank\" rel=\"noopener\" data-schema-attribute=\"\"><span data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\"><strong>ActiveCampaign<\/strong><\/span><\/a><\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\" data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\">Por \u00faltimo, pero no menos importante, tenemos la herramienta ActiveCampaign, que se especializa en la automatizaci\u00f3n de procesos en humanos reales.<\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Se basa en un &#8220;vac\u00edo funcional&#8221; que tienen todos los software de marketing, y es que por muy buenos que sean, ninguno es capaz de manejar todos y cada uno de los aspectos necesarios.<\/p>\n<p class=\"zw-paragraph heading0\" style=\"padding-left: 80px;\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">ActiveCampaign ha desarrollado su software en base a ello, agregando caracter\u00edsticas tales como los correos electr\u00f3nicos con notificaci\u00f3n, que mejora las capacidades de los especialistas en marketing y de los vendedores, en vez de reemplazarlos por aplicaciones totalmente autom\u00e1tica.<\/p>\n<h2 class=\"zw-paragraph heading0\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\" data-doc-id=\"4232948000002179001\" data-doc-type=\"writer\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusi\u00f3n<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"zw-paragraph heading0\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(255, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Hasta aqu\u00ed nuestra gu\u00eda con todo lo que necesitas saber sobre lead scoring y c\u00f3mo utilizarlo para tu provecho.<\/p>\n<p class=\"zw-paragraph heading0\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">Recuerda que, aunque ciertamente se trata de un gran proyecto que requiere de tiempo y esfuerzo, una vez tengamos implementado nuestro sistema de clasificaci\u00f3n de leads obtendremos una mejora considerable en nuestra productividad y eficacia. Para que te hagas una idea, se han dado casos en los que gracias a un sistema de lead scoring se ha aumentado hasta un 77% el ROI de la generaci\u00f3n de clientes potenciales.<\/p>\n<p class=\"zw-paragraph heading0\" data-header=\"0\" data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0, 0, 0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-bottom=\"0pt\" data-hd-info=\"0\" data-line-height=\"1.2\">En definitiva, gracias al lead scoring podr\u00e1s dejar de enviar clientes potenciales no calificados a tu equipo de ventas y, sobre todo, podr\u00e1s por fin quitarte la espinita de saber qu\u00e9 cliente potencial es mejor que otro.<\/p>\n<p data-textformat=\"{&quot;ff&quot;:&quot;Roboto&quot;,&quot;fv&quot;:&quot;normal&quot;,&quot;td&quot;:&quot;none&quot;,&quot;cs&quot;:&quot;0pt&quot;,&quot;fw&quot;:&quot;none&quot;,&quot;fgc&quot;:&quot;rgb(0,0,0)&quot;,&quot;size&quot;:&quot;12.00&quot;,&quot;va&quot;:&quot;baseline&quot;,&quot;fw_i&quot;:400,&quot;type&quot;:&quot;text&quot;,&quot;fs&quot;:&quot;normal&quot;,&quot;bgc&quot;:&quot;rgba(0, 0, 0, 0)&quot;}\" data-margin-left=\"1in\" data-text-indent=\"0\" data-margin-bottom=\"0pt\" data-line-height=\"1.2\">No lo dudes m\u00e1s, comienza ya con tu estrategia de clasificaci\u00f3n de leads. Cr\u00e9eme, tu empresa lo agradecer\u00e1 con creces.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En el art\u00edculo de hoy veremos todo lo que hay que saber sobre el Lead Scoring: qu\u00e9 es, por qu\u00e9 es tan importante y c\u00f3mo implementar una estrategia eficaz de clasificaci\u00f3n de leads dentro de nuestro proceso de venta. No es ning\u00fan secreto que los especialistas en marketing digital tienen como objetivo principal generar clientes [&hellip;]<\/p>\n","protected":false},"author":24,"featured_media":5256,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"video","meta":{"_acf_changed":false,"rank_math_lock_modified_date":false,"footnotes":""},"categories":[16],"tags":[],"class_list":["post-5212","post","type-post","status-publish","format-video","has-post-thumbnail","hentry","category-inbound-marketing","post_format-post-format-video"],"acf":[],"_links":{"self":[{"href":"http:\/\/www.marketerosagencia.com\/blog\/wp-json\/wp\/v2\/posts\/5212"}],"collection":[{"href":"http:\/\/www.marketerosagencia.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.marketerosagencia.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.marketerosagencia.com\/blog\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"http:\/\/www.marketerosagencia.com\/blog\/wp-json\/wp\/v2\/comments?post=5212"}],"version-history":[{"count":5,"href":"http:\/\/www.marketerosagencia.com\/blog\/wp-json\/wp\/v2\/posts\/5212\/revisions"}],"predecessor-version":[{"id":5726,"href":"http:\/\/www.marketerosagencia.com\/blog\/wp-json\/wp\/v2\/posts\/5212\/revisions\/5726"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.marketerosagencia.com\/blog\/wp-json\/wp\/v2\/media\/5256"}],"wp:attachment":[{"href":"http:\/\/www.marketerosagencia.com\/blog\/wp-json\/wp\/v2\/media?parent=5212"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.marketerosagencia.com\/blog\/wp-json\/wp\/v2\/categories?post=5212"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.marketerosagencia.com\/blog\/wp-json\/wp\/v2\/tags?post=5212"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}